Cover not available
Article published In:
Cognitive Linguistic Studies
Vol. 10:1 (2023) ► pp.33–56

Winespeak in wine’s pics

How metaphor and metonymy construct a visual winespeak narrative in the manga Drops of God

ORCID logo | National Taiwan University
This study investigates how wine pics construct visual winespeak through investigating the metaphor and metonymy in the Japanese manga, Drops of God. The study demonstrated that metonymy has the indicational function to help others understand the winespeak quicker and can be elaborated as a visual metaphor as suggested in previous studies (Isabel Negro Alousque 2015; Zahra Kashanizadeh & Charles Forceville 2020). Two metonymies related to winespeak include the smell and mouthfeel of the wine. Four common source domains of metaphor in visual winespeak, human, nature, art , and activity have been identified. The study further utilized the Visual Narrative Grammar (VNG) proposed by Neil Cohn (2013a, 2013b, 2015, 2020) to examine the roles of metaphor and metonymy in visual winespeak. Visual winespeak can be deconstructed as establisher, initial, prolongation, peak, and release. Findings suggest that the VNG corresponds with the procedure of wine tasting, which involves attack, evolution, and aftertaste (Rosario Caballero, Ernesto Suárez-Toste & Carita Paradis 2019; Adrienne Lehrer 2009). Also, results show that it is possible to predict the positions of metonymy and metaphor in a narrative of visual winespeak. Metonymy usually occurs in the establisher, and metaphor tends to be presented in the peak. Their positions in a narrative further indicate their function. The usage of metonymy aims to set up a concrete and general setting, and metaphor is used to create a climax. In general, the findings show that, although metaphor and metonymy play different roles in a narrative, they co-construct a comprehensive and detailed visual narrative to elaborate a winespeak.
Keywords: visual winespeak, metaphor, metonymy, manga, Drops of God , visual narrative grammar
Article outline
  • 1.Introduction
  • 2.Methodology
    • 2.1Research material – Japanese winespeak manga “Drops of God”
    • 2.2Visual Narrative Grammar (VNG)
  • 3.Visual metonymy and metaphor in winespeak manga
    • 3.1Metonymy
    • 3.2Metaphor
      • human
      • nature
      • art
      • activity
  • 4.Applying VNG: The roles of metonymy and metaphor in a visual narrative
    • 4.1Meeting the Cleopatra
    • 4.2First love’s tears
  • 5.Conclusion
  • Conflict of interest statement
  • Notes
  • References
Published online: 5 October 2023
DOI logo
https://doi.org/10.1075/cogls.21009.hsu
References (38)
References
Alousque, I. N. (2015). Visual wine metaphor and metonymy in ads. Procedia – Social and Behavioral Sciences, 173 1, 125–131. DOI logoGoogle Scholar
Bratož, S. (2013). The anthropomorphic metaphor in Slovene and English wine tasting discourses. ELOPE: English Language Overseas Perspectives and Enquiries, 10 (1), 23–35. DOI logoGoogle Scholar
Caballero, R. (2007). Manner-of-motion verbs in wine description. Journal of Pragmatics, 39 (12), 2095–2114. DOI logoGoogle Scholar
(2009). Cutting across the senses: Imagery in winespeak and audiovisual promotion. In C. J. Forceville & E. Urios-Aparisi (Eds.), Multimodal metaphor (pp. 73–94). Berlin: Mouton de Gruyter. DOI logoGoogle Scholar
Caballero, R., & Suárez-Toste, E. (2008). Translating the senses: Teaching the metaphors in winespeak. In F. Boers & S. Lindstromberg (Eds.), Cognitive linguistic approaches to teaching vocabulary and phraseology (pp. 241–260). Berlin: Mouton de Gruyter. DOI logoGoogle Scholar
(2010). A genre approach to imagery in winespeak: Issues and prospects. In G. Low, Z. Todd, A. Deignan & L. Cameron (Eds.), Researching and applying metaphor in the real world (pp. 265–287). Amsterdam: John Benjamins. DOI logoGoogle Scholar
Caballero, R., Suárez-Toste, E., & Paradis, C. (2019). Representing wine: sensory perceptions, communication and cultures (Vol. 211). Amsterdam: John Benjamins. DOI logoGoogle Scholar
Cohn, N. (2013a). The visual language of comics: Introduction to the structure and cognition of sequential images. London: Bloomsbury. DOI logoGoogle Scholar
(2013b). Visual narrative structure. Cognitive science, 37 (3), 413–452. DOI logoGoogle Scholar
(2015). How to analyze visual narratives: A tutorial in Visual Narrative Grammar. Online: [URL] [last accessed: 1 March 2016]. DOI logo
(2020). Who understands comics?: Questioning the universality of visual language comprehension. London: Bloomsbury. DOI logoGoogle Scholar
Creed, A. (2013). Wine and metaphor: Cross-cultural [dis]harmony. In W. Midgley, K. Trimmer & A. Davies (Eds.), Metaphors for, in and of education research (pp. 10–25). UK: Cambridge Scholars Publishing.Google Scholar
(2016). Wine communication in a global market: A study of metaphor through the genre of Australian wine reviews. PhD dissertation. Australia: University of Southern Queensland.
Ehrlichman, H., & Halpern, J. N. (1988). Affect and memory -- Effects of pleasant and unpleasant odors on retrieval of happy and unhappy memories. Journal of Personality and Social Psychology, 55 (5), 769–779. DOI logoGoogle Scholar
Forceville, C. (2009). Non-verbal and multimodal metaphor in a cognitivist framework: Agendas for research. In C. Forceville & E. Urios-Aparisi (Eds.), Multimodal metaphor (pp. 19–42). Berlin: Mouton de Gruyter. DOI logoGoogle Scholar
Gibbs, J. (1999). Speaking and thinking with metonymy. In K.-U. Panther & G. Radden (Eds.), Metonymy in language and thought (pp. 61–76). Amsterdam: John Benjamins. DOI logoGoogle Scholar
Gluck, M. (2003). Wine language. Useful idiom or idiot-speak. New media language, 107–115.Google Scholar
Herz, R. S., & Engen, T. (1996). Odor memory: Review and analysis. Psychon Bull Rev, 3 (3), 300–313. DOI logoGoogle Scholar
Herz, R. S., & Schooler, J. W. (2002). A naturalistic study of autobiographical memories evoked by olfactory and visual cues: testing the Proustian hypothesis. American Journal of Psychology, 115 (1), 21–32. DOI logoGoogle Scholar
Hsu, I., & Chiang, W.-Y. (2021). ‘Seeing’ music from manga: Visualizing music with embodied mechanisms of musical experience. Visual Communication, 21 (4), 624–644. DOI logoGoogle Scholar
Kövecses, Z. (2010). Metaphor: A practical introduction (2nd ed.). New York: Oxford University Press.Google Scholar
(2019). New extensions of conceptual metaphor theory: How they apply to visual metaphors. In A. Benedek & K. Nyíri (Eds.), Image and metaphor in the new century (pp. 3–16). Budapest: Hungarian Academy of Sciences.Google Scholar
Kövecses, Z., & Radden, G. (1998). Metonymy: Developing a cognitive linguistic view. Cognitive Linguistics (includes Cognitive Linguistic Bibliography), 9 (1), 37–78. DOI logoGoogle Scholar
Kashanizadeh, Z., & Forceville, C. (2020). Visual and multimodal interaction of metaphor and metonymy: A study of Iranian and Dutch print advertisements. Cognitive Linguistic Studies, 7 (1), 78–110. DOI logoGoogle Scholar
Lakoff, G., & Johnson, M. (1980). Metaphors we live by. Chicago: University of Chicago Press. DOI logoGoogle Scholar
Lehrer, A. (2007). Can wines be brawny? Reflections on wine vocabulary. In B. C. Smith (Ed.), Questions of taste: The philosophy of wine. New York: Oxford University Press.Google Scholar
(2009). Wine and conversation (2nd ed.). New York: Oxford University Press. DOI logoGoogle Scholar
Majid, A., & Burenhult, N. (2014). Odors are expressible in language, as long as you speak the right language. Cognition, 130 (2), 266–270. DOI logoGoogle Scholar
Normand-Marconnet, N., & Jones, J. C. (2020). Anthropomorphic metaphors in wine discourse, with special reference to Japanese wine manga. International Journal of Language and Culture, 7 (2), 274–301. DOI logoGoogle Scholar
Paradis, C., & Eeg-Olofsson, M. (2013). Describing sensory experience: The genre of wine reviews. Metaphor and Symbol, 28 (1), 22–40. DOI logoGoogle Scholar
Rubin, D. C., Groth, E., & Goldsmith, D. J. (1984). Olfactory cuing of autobiographical memory. The American journal of psychology, 97 (4), 493–507. DOI logoGoogle Scholar
Ruiz de Mendoza Ibáñez, F. J., & Díez Velasco, O. I. (2002). Patterns of conceptual interaction. In R. Dirven & R. Pörings (Eds.), Metaphor and metonymy in comparison and contrast (pp. 489–532). Berlin: De Gruyter Mouton. DOI logoGoogle Scholar
Smith, B. C. (2007). The objectivity of tastes and tasting. In B. C. Smith (Ed.), Questions of taste: The philosophy of wine (pp. 41–77). New York: Oxford University Press.Google Scholar
Suárez-Toste, E. (2007). Metaphor inside the wine cellar: On the ubiquity of personification schemas in winespeak. Metaphorik. de, 12 (1), 53–64.Google Scholar
(2017). Babel of the senses: On the roles of metaphor and synesthesia in wine reviews. Terminology. International Journal of Theoretical and Applied Issues in Specialized Communication, 23 (1), 89–112. DOI logoGoogle Scholar
Sweetser, E. (1990). From etymology to pragmatics: Metaphorical and cultural aspects of semantic structure (Vol. 541). New York: Cambridge University Press. DOI logoGoogle Scholar
Winter, B. (2016). Taste and smell words form an affectively loaded and emotionally flexible part of the English lexicon. Language, Cognition and Neuroscience, 31 (8), 975–988. DOI logoGoogle Scholar
(2019). Sensory linguistics: Language, perception and metaphor (Vol. 201): Amsterdam: John Benjamins. DOI logoGoogle Scholar
Cited by (1)

Cited by one other publication

Elyamany, Nashwa & Maha SalahEldien Mohamed Hamed
2024. Metaphtonymy and semio-cognitive de-legitimation of Donald Trump in the meme discourse of The Daily Show with Trevor Noah (January 2016–December 2019). International Journal of Language and Culture 11:1 ► pp. 123 ff. DOI logo

This list is based on CrossRef data as of 4 july 2024. Please note that it may not be complete. Sources presented here have been supplied by the respective publishers. Any errors therein should be reported to them.